ULTA Beauty's top 10 neighbors span six distinct subcategories — no single kind dominates — making this one of the more structurally diffuse audience shapes in retail.

The shape is broad: scores run from 0.93 down to 0.88 across the top 10, with no single neighbor pulling far ahead of the rest. Beauty & Cosmetics leads at 0.93, the one neighbor that shares ULTA's own subcategory in the top 10 — Sephora is the only other Beauty and Cosmetics entry, but it sits outside the top 10 in the wider neighbor set. Behind the leader, the next four positions belong to entirely different retail categories: Pet Supplies & Services at 0.91, Barnes and Noble at 0.90, PetSmart at 0.90, and Michaels Stores at 0.89. These are Bookstores, Pet Supplies, and Hobbies/Gifts/Crafts — specialty brick-and-mortar formats with no thematic connection to beauty. Rounding out the top 10 are Nothing Bundt Cakes (Bakeries, 0.89), Hair Salons & Barber Shops (0.88), Sleep Number (Furniture, 0.88), Sharkey's Cuts for Kids (Beauty Salons and Spas, 0.88), and Mattress Firm (Furniture, 0.88).

The cross-kind pattern here is the defining feature: the audience that shops ULTA looks compositionally similar to audiences for pet retailers, a bookstore chain, a craft store, a bakery, and two furniture brands. Beauty-adjacent services (hair salons, spas) appear, but they share the top 10 with categories that have no obvious connection to cosmetics.

This broad, cross-category shape suggests ULTA's audience is less a beauty-specific niche and more a general specialty-retail consumer who engages widely across experiential and service-oriented formats.